Continuous testing is a critical aspect of ensuring the highest ROI from email marketing; yet, according to a 2009 survey by eROI, 37.1 percent of US email marketers did not test their email campaigns at all. Among marketers who failed to test campaigns, 33 percent said they simply did not know how. Another 27.4next-generapercent reported not having enough time to test.
Automated testing tools are helping to eliminate these "time and expertise" challenges. Further, a relatively new approach to testing based on "real-time content" is taking email testing to another level.
This real-time image optimization allows the marketer to create different versions of a single email, with each version incorporating different elements such as photos, promotions, calls to action, banners, prices, etc. When the email has been sent, recipients are shown another combination of images. The email is then optimized for remaining subscribers based on the winning combination shown to previous recipients. The system learns in real time which image-based content leads to the highest conversion rate.
In this Webinar, presented with 8Seconds, a real-time content testing and optimization solution provider and Silverpop partner, we'll look at how real-time content testing works, approaches to testing strategies, case study examples and testing best practices. Additionally, we'll explore how you can use real-time content testing to begin optimizing your emails perpetually, no longer thinking of testing as only an occasional activity. No matter how good you are as an email sender, your emails may still be blocked at some ISPs. Although email marketers sometimes blame ISPs, blacklists or even their email service providers (ESPs) for deliverability issues, successful inbox delivery starts with marketer best practices.View this Presentation
